The making of the Wall Street logo

After the name and the website of the company were changed, it was time to replace the logo.

Piling up ideas for the new one.

The art director thinks that the one with the roll can see further development.

Giving it a try.

Now on the website.

All right, let’s try something else. Maybe just a logotype? Trying to develop the calligraphy idea.

Artistic director: No, this logo looks like it will work for absolutely anything, even a café in Bali, but the roll you had before is specifically about our client.

Assembling a presentation with the roll.

The client approves.

Trying it out in line art.

Art director: Because of how it widens towards the ends, the roll stopped being a roll of wallpaper and became a medieval scroll.

Art director: I think the outer thick outline does not have to touch the vertical edge with the circle. It looks like it’s sticking out.

Drawing the letters.

Placing the letters and checking out how the roll would look with a shadow.

Nope, it only adds noise.

Trying small capitals. Not bad at all.

The client wants to place the logo on murals.

Looking where to place the watermark.

Realizing that the logo hanging from above looks like a swing.

We need a version not for printing with bleed, but for placing on a bar. Defining proportions.

The watermark is ready.